•Use multiplier effect - program sponsorship, product integration •Use recognizable TV personalities as Cadillac “ambassadors” •Cadillac message in relevant contexts:1.In 1st Canada’s Next Top Model:?Transportation provided-Cadillac Escalades ?XLRV as backdrop for photo shoot2.Sole sponsor of 1st ROBTV Live broadcasts from Canada’s financial district. ?new buyer leads collected ?experiential display-vehicle on-set/interview backdrop?online, National press 3.Dragons’ Den opening sequence integration- two minute commercial. Successful Canadian financiers became Cadillac “ambassadors “

•Ad awareness increased +32% •Leveraged TV investments to deliver sponsorships, product integration, endorsements - no cost premium•ROBTV hosts, Dragon’s Den financiers and models became surrogate brand “ambassadors” without endorsement fees•Locked out category competitors; guaranteed future incumbencies •All initiatives were one-of-a-kind ‘firsts’•Successful media re-launch of luxury brand in saturated marketplace